Opinion

Aggressive angle to beat Cancer – another charity winner?


What is it with this week?

First, we get Marie Curie’s amazing Symmetry ad.

And now, Cancer Research UK are upping the anti with their latest Race For Life advert.

Cancer care ads have come and gone.

While I don’t think that this one will stick around in the logs of brilliant advertising, it does make a refreshing change.

I love the energy, I love the aggression.

I love the sense of solidarity.

But most of all, I love the fact that I’m surprised by it.

It’s edgy (although in a safe way).  It makes me smile.

It is neither expected, nor seen before.

This is one ad that comes out fighting – and inspires you to do the same.

There are no victims in this ad – at least not in the traditional sense.  There are sufferers and there are those affected.

But these are not victims.  These are people with fierce strength and energy.

So it’s out with pity and in with strength.  

What a great, inspirational, strategic pitch to make.  Let’s hope Cancer Research UK continue in this vein…

So watch it, and then tell me what you think below…

[youtube http://www.youtube.com/watch?feature=player_embedded&v=GWJEmMDQXoA#! ]
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One thought on “Aggressive angle to beat Cancer – another charity winner?

  1. Love the concept. This really has great potential for an enduring campaign and fresh identity.

    I’m hoping that they build on this, because from this advert, I’d love to be in the brainstorming session where they looked at what to do next.

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